{"page":"/blog/netflix-lego-pg-in-house-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","What Pritchard said","Source"],"rows":[["7 October 2019","P&G \"has amassed over 1.5 billion online IDs globally\" (reporter's figure); IDs are \"a combination of device IDs that we can then, through algorithms and other things, define an anonymous consumer ID, and then PII data\". \"Most of the in-housing around media has been planning.\" Programmatic execution \"can be done by P&G people, or an agency.\"","AdExchanger, 7 October 2019"],["25 September 2020","As reported: \"Ninety-percent of P&G's media spending is digital, and more than 80% is programmatic.\" Programmatic described as close to P&G's largest US media investment.","Marketing Dive, 25 September 2020"],["17 February 2023","Multiple units rely on proprietary algorithms built on decades of consumer research. Fabric care in-housing reportedly saved $65 million the prior year. Pampers optimizes more than 140 ads a year and in 2022 grew US sales 10%, raised ROI 17% and cut media costs 15%. A retail media \"auto-bidder\" delivers four times higher return on brand sales.","Marketing Dive, 17 February 2023"],["20 March 2024","In-house media is \"saving us at least 10% a year\" in every brand country where P&G runs it; it has sped up time to market because \"P&G people have hands-on accountability\". Cites the ANA finding that only 36 cents of each programmatic dollar reaches the consumer.","MediaPost, 20 March 2024"],["28 October 2024","AI Studios, an in-house tool, \"allows us now to test ads in hours for thousands\"; next step is cross-media frequency capping with the ANA and platforms.","Beet.TV, 28 October 2024"],["26 March 2026","\"We made a pretty big shift a few years ago when we moved almost all of our media-planning analysis\", and \"in some cases buying\", in-house; \"there is still not enough transparency in the media supply chain\"; Aquila presented as the industry answer to reach and frequency.","MediaPost, 26 March 2026"],["27 March 2026","\"We already in-housed our media\"; brand teams are \"what are essentially in-house agencies\"; Old Spice campaign still made with Wieden+Kennedy; Tide generated a 10-times increase in assets with AI.","Marketing Dive, 27 March 2026"]],"sourceUrls":[["https://www.adexchanger.com/online-advertising/after-transparency-pgs-pritchard-has-a-new-mission-getting-a-signal-into-the-walled-gardens/"],["https://www.marketingdive.com/news/pritchard-pg-is-taking-control-in-the-media-supply-chain-and-so-can-oth/585856/"],["https://www.marketingdive.com/news/pg-marc-pritchard-ai-algorithm-marketing-media-efficiency/642986/"],["https://www.mediapost.com/publications/article/394517/pgs-10-solution-integrating-reach-effectivene.html"],["https://www.beet.tv/2024/10/pgs-marc-pritchard-on-addressing-the-complexities-in-the-advertising-industry.html"],["https://www.mediapost.com/publications/article/413832/call-for-reinvention-a-conversation-with-pgs-ma.html"],["https://www.marketingdive.com/news/pgs-pritchard-on-how-brands-must-navigate-a-new-epoch-in-marketing/815940/"]]}